Outsource vs. In House: Why Use an External Marketing Agency?

Marketing in the digital era requires regular maintenance and constant innovation. Rather than running your team ragged to keep up, you can save money and get better results by working with an external marketing agency.

Cost-Effective Specialization

When you try to recruit highly talented pros onto your team, you’ve got to offer them something no one else will. The more experience and success the marketing professional has, the more you’ve got to outmaneuver your competitors to bring the right people into the fold. Fail to keep your highly prized team member satisfied and you may find him or her moving onto another job, taking the skills and knowledge they’ve gained since joining your team with them and leaving you in the position of having to go through the hiring process once again.
costs associated with recruiting and hiring. Independent marketing firms want to build long-lasting relationships with their clients, and they aren’t going to be chasing the job with the best benefits package or the most comprehensive in-office perks.

Top Talent on Demand

Working with an external marketing agency not only saves money but also brings in better talent. Recruiting marketers can be tough, but marketing agencies tend to have a special edge in this arena. Marketers who are responsible for taking over an entire marketing operation as a one-person department often find themselves having to work on other tasks not related to their area of expertise, and the people who dedicate their professional lives to understanding the art and science of branding usually aren’t thrilled by this idea.

Specialist firms allow marketing geniuses the opportunity to focus in on the skills they’re most passionate about, which results in focused, creative outcomes. External marketing firms may shift gears between different projects, but they’re always focused on the same essential tasks. Everything a marketing specialist does will sharpen his or her skill set and bring fresh ideas to the table.

A New Perspective


The pervasive reach of digital media has given rise to the age of the highly publicized marketing fail, with major marketing mistakes taking on a life of their own and causing millions to scratch their heads, wondering how something like this could happen. No matter how hard we try to fight it, humans have a tendency to want to fall in line with a group. Speaking out against an idea that everyone else in your office is excited about can be tough.

Bringing in different perspectives helps organizations avoid what often seems like obvious mistakes to everyone but the people working on the project. External marketing agencies don’t operate under the same roof as their clients, and the interplay between the agency and their client introduces a system of checks and balances in which the final result has been thoroughly vetted and considered both by the people who know the product best and the marketing experts who know how to sell it.

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Take Your Brand to the Next Level With Badass Content

There’s a lot of content out there in the digital space, and most of it is terrible. This gives anyone with uniquely excellent content a major competitive edge. But if you want to take full advantage of this opportunity, you’re going to have to approach it like a fearless badass.

Badass Content Basics

What is badass content? You know it when you see it. It’s the Instagram feed that’s enviably curated and consistent. It’s the site copy that reads like poetry. It’s hard to do, and that’s why so few brands produce it. To elevate your brand’s content to the highest level, you’ll need to capture these fundamental qualities in your content and know exactly when each element is most appropriate for your goals.

Original

Trailblazers set themselves apart by doing their own thing and never, ever following the leader. Sure, there are some basic rules you’ll need to follow to create successful content, but those rules run mostly in the background. Coming up with your own signature brand voice and style is an essential part of creating exceptional content. Don’t make random listicles and hop onto popular hashtags just for the sake of it. What works for another brand won’t necessarily work for you, so be brave and find your own way to shine.

Authentic

Don’t go so far in the direction of originality that you start to take on a voice that doesn’t feel natural to what you’re trying to do. Staying true to your brand’s core mission and values is an essential element in creating standout content. It’s like spending time chatting with a person who obviously feels comfortable in their own skin and sure of their place in the world. Those people tend to be the most compelling, the ones you want to sit next to at a dinner party. Be different by being real.

Insightful

Brands that really understand their audience tend to do the best content marketing. Speaking to some inherent need or persistent emotion can help your audience connect with your message. Call it a “pain point” if you like, but the idea is that content that feels insightful to your audience’s personal experience will be easier to connect with. It’s also quite bold to pick an audience you understand and go for it with no hesitation, and that’s the kind of badass approach that will really set your content apart.

Inspiring

By “inspiring,” we don’t necessarily mean something that’s going to motivate someone to change their lives, travel the world or find true love. Sure, if it’s relevant to what you’re trying to promote, go for it. But content doesn’t have to be completely transformative or lifechanging to be inspiring. Even something relatively low key, like a beautiful set of bangle bracelets, can tap into something aspirational in your audience. It’s all about making your presentation extraordinary.

Of course, that’s not all it takes to take your brand to the next level. Good content creation takes practice. Let BLACK + GOLD show you how it’s done.

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Tips on Creating a Cohesive Instagram Feed

Social media strategy is an essential facet of digital marketing, but not all social networks are created equal. Posting on Instagram requires a careful attention to visual detail that can instantly boost your brand if done correctly.

Stay True to Your Visual Identity

B&G Client: @Kollectin

 

What story does your product tell? Who are you trying to reach and inspire? These are questions that should influence the visual identity of your Instagram feed, and each photo should provide a consistent answer. The colors, presentation and even the light you choose will have a strong impact on your visual identity on Instagram. If you want to project a mysterious and ethereal identity, you can play with depth of field and use variable light to create moody pictures. If you’d like to create a bright and cheerful look to represent your brand, well lit photos with a deep depth of field that keeps everything in focus can be a more logical choice.

Use Consistent Photo Styling

It’s the little things that really count in a medium that’s as structured and refined as Instagram. The platform itself provides just enough support to let your images shine, and followers can see your entire feed in just a few seconds with a scroll. This means that the balance between variety and uniformity is paramount in creating consistency without being boring.

How can you accomplish this balancing act? You’ll want the subjects of your photos to vary while keeping the structure of the image itself consistent. This means using similar compositional methods and choosing similar perspective angles. You don’t have to shoot from the exact same angle every time, but there should be a consistent blend. For example, you can include about 30% overhead product shots at 90 degrees, 30% lifestyle shots at 45 degrees and 30% landscape or still-life shots at a dead-on 90-degree approach. You can create your own formula and even gradually shift it over time, but think carefully about the angles and compositional shapes you’re using in terms of how they fit into general categories in your feed.

Exercise Restraint

Instagram is among the most aesthetically minimalistic social networks, and a strategy of excess just doesn’t work with the fundamental way the app is structured. A feed that’s clogged with a wild blend of long text posts, multiple tiny images crammed into collages and the occasional striking photo feels especially frantic and unappealing in such a spare, gallery-like digital setting.

A thoughtful Instagram strategy requires careful selection for each post. Rather than quickly editing and immediately posting every photo you take and idea that comes to mind, take some time to think about it. Consider whether the image itself fits in with your overall brand presentation and whether it continues the identity and styling themes you’ve worked so hard to create. Saving each new post as a draft before actually pushing it to your feed can give you the distance you need to make a more carefully considered decision about whether or not the image fits in with the rest of your feed.

For professional help in curating and producing images for your Instagram feed, contact us at B+G.

 

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It’s Back to the Future: The 21st Century Evolution of Retailing

Screen Shot 2016-03-09 at 3.51.16 PMIn early January, Macy’s announced that it plans to close 36 under-performing brick-and-mortar stores this year, laying off 4,500 people in the process. In doing so, Macy’s has joined a long list of other retail chains closing their stores – including Office Depot, Walgreens, Aeropostale, American Eagle Outfitters and The Gap.

Despite this trend, not all is doom-and-gloom in retail circles, as some on-line retailers are moving quickly into brick-and-mortar stores. Forbes reported that eCommerce retailers like Fabletics (athletic brand) and Birchbox (subscription-based beauty shop) are opening traditional retail outlets.

Forbes noted: “Moving from an online platform to bricks and mortar is a growing trend with younger online brands, and one that could reshape the future shopping center / mall dynamic.”

Online retailers are confident in making such a disruptive move because they have built an established customer base online, have data on those customers that can inform what to offer them and when. A physical store presence can also offer unique customer experiences, otherwise unavailable on-line.

Screen Shot 2016-03-09 at 3.52.58 PMThis trend reflects a growing “omni-channel” approach to retailing. It’s a business model that deploys a variety of distribution channels to deliver a seamless customer shopping experience. This approach can go beyond an eCommerce website and a physical store to include “buy buttons” on social media outlets such as Pinterest.

For example, a customer can discover a product via social media, go to check it out at a retail store, and then order it online. Or some retailers offer a hybrid shopping experience, such as Best Buy and Staples, that allows customers to shop online then pick up the merchandise at a near-by retail store, without having to pay shipping charges.

This reverse online to in-person retail strategy is helping drive growth for “challenger brands” such as Adore Me Lingerie, a $43 million a year eCommerce business. Founded in 2010 by Morgan Herman-Waiche, Adore Me appeals to young women by offering low prices, and a fast-fashion sensibility to selling lingerie.

Screen Shot 2016-03-09 at 3.58.58 PMThe NYC based company is the intimates answer to fast fashion giants like Zara, H&M and Forever 21. Adore me is also giving lingerie category leader Victoria’s Secret, with $12.5 billion in annual sales, a real run for its money.

Adore Me operates on a fast-fashion / rapid manufacture-to-retail cycle in which the brand introduces a new 30-40 piece collection every month. Their price point is about $39.95 for a matching bra and panties set. New members can buy their first set for $24.95 plus free shipping. Adore Me also offer swimwear, sleepwear, lingerie and accessories.

Recently Adore Me joined the growing ranks of eCommerce merchants opening a physical store by announcing the opening a by-appointment only location inside its West 39th Street headquarters in NYC.

Morgan Hermand-Waiche

Morgan Herman-Waiche

This savvy move was prompted by the success of a three-day Valentine’s Day pop-up shop which Adore Me had created in New York City’s Hudson Hotel earlier this year. Adore Me plans to enhance the customer experience even further by providing 45-minute one-on-one sessions with a personal shopping stylist. Interested shoppers can sign up online for appointments.

“I literally came to the U.S. with my luggage and ambition,” said Herman-Waiche   a French native and Harvard Business School alumnus. “Now I’m disrupting a whole industry.”

As another Frenchman, Marcel Proust, once noted: “Most things are not what they appear to be.” Online shoppers need to be mindful of price savings offers and comparisons that could make them feel like they are getting a great deal, when in fact, they are not.

As the NY Times recently reported, many online retailers use “list price” as a comparative benchmark to demonstrate online savings. However, this sales tactic, which usually involves a much higher amount, is now drawing legal scrutiny and may raise integrity questions for eCommerce merchants.Everything is on Sale

It’s clear that the retail marketplace is changing fast, driven by disruptive technologies (smart phones), risk-taking start-ups, and shoppers who continually seek better deals and broader selections of merchandise.

But the future of retailing may lie in the lessons of the past, as exemplified by Chicago retail pioneer Marshall Field. He was renowned for his ability to provide an exceptional level of quality, selection and customer service. Field’s motto for success was “Give the lady what she wants.”

Marsahll Field

Marshall Field

Retailers like Adore Me are doing just that (in 21st Century terms) in terms of giving customers what they want: great merchandise selection, attractive value, convenient eCommerce delivery via smart phones and tablets. As for those who want to physically see then handle the merchandise, a personal shopper to enrich the transaction.

 

 

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The Internet of Things (IoT) Converges with Beauty Products, Apparel and Jewelry

There is a revolution happening all around us, yet many of us simply aren’t noticing it. It is called the “The Internet of Things” (IoT) and it is defined as a network of physical objects and devices that are embedded with electronics, software, sensors, and network connectivity, which enables these objects to collect and exchange data.

Gartner Research reports that 6.4 billion connected “things” will be in use in 2016, up 30% from 2015. The IoT sector will support total service spending of $235 billion in 2016, up 22% from 2015. Leading sectors include homes, automobiles, and consumer products.

You might be surprised to learn that the IoT revolution is now impacting the beauty, apparel, and jewelry business sectors.

BEAUTY

Screen Shot 2016-01-28 at 12.43.14 PML’Oreal is not a name typically associated with the International Consumer Electronics Show, but in early January, Guive Balooch, global VP of L’Oreal Technology Incubator, was in Las Vegas to unveil the beauty giant’s new foray into wearable tech: a temporary tattoo that measures sun exposure call “My UV Patch.”

Screen Shot 2016-01-28 at 12.41.43 PM

“My UV Patch”

It is a “stretchable sensor” with a diameter of one inch and thickness of 15 microns (think band-aide-like). My UV Patch contains flexible electronics that with the help of your smartphone, can tell you how much UV exposure you are subject to and at what times of day, with the help of your smartphone. “It’s a fashion statement” Mr. Balooch said in a NY Times interview.

As to why they started with a patch, “We know from our consumer insight research that UV exposure is a big issue for people,” Mr. Balooch said. “We really only wanted to make products that would disrupt the industry.”

APPAREL

Screen Shot 2016-01-28 at 12.47.55 PMAfter testing out the technology on ball boys at the 2014 US Open, Ralph Lauren began selling a PoloTech™ smart shirt for men that is embedded with sensors to track vital signs like breathing, heart rates, stress levels and calories burned.

The PoloTech shirt streams the information to an app that generates customized workout programs. From all this data, the shirt will essentially tell you how to exercise.

Screen Shot 2016-01-28 at 12.38.49 PM

Light up your life

Fashion designers are also now exploring the potential of sensors and internet connectivity to create clothing and accessories that are often beautiful and intriguing as well as smart.

Lauren Bowker at The Unseen in the UK has created materials that change color and pattern in response to sensors, including a dress that “interprets human magnetism and emotions by reading brainwaves,” and a “4,000-piece gemstone headdress that reads brain activity, portraying distinctive color states of the individual’s thought process.” (shown at right)

The UK Guardian reported on the trend last year “Get yourself connected: Is the internet of things the future of fashion” including dresses that glow thanks to LEDs embedded in the fabric of a programmable shirt that features a video display, built in camera, microphone and speakers with the ability to show status updates, songs and photos.

JEWELRY

Screen Shot 2016-01-28 at 12.51.04 PM

ALTRUIS gold & black bracelet

There is more to connected accessories than smart watches. The fashion-forward Altruis from Kovert Designs is meant to remove people from the spell of tech and put them in a more meditative, connected to the here and now frame of mind. Unlike their better-known competitor Ringly, the Altruis collection is designed to limit the demands your phone places on you.

Instead of providing a constant technological tug and alerting you to activity across your social media accounts, it lets in only a select few who try to reach you with calls, texts, and email messages. Prices: $345-$430.

Ringly is the acknowledged category leader in “smart jewelry.” They create jewelry and accessories that connect to smartphones and provides customized notifications to on-the-go women.  Ringly is also working with MasterCard to make their jewelry a mobile payment device. Imagine using your bracelet to buy a stunning gold necklace.

THE FUTURE OPPORTUNITY

At BLACK + GOLD we’re excited about the IoT wearable technology as it enters the beauty, apparel and jewelry business sectors. We think this convergence spells plenty of opportunity for both large and small businesses alike to test “disruptive ideas” that will evolve the function of their products

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2016 Resolutions for eCommerce Businesses Success

Screen Shot 2015-12-29 at 10.33.02 AM2015 was a good year for many eCommerce businesses, but regardless of how prosperous your company was, there’s always room for improvement! With the new year upon us, BLACK + GOLD has come up with five New Year’s resolutions that can help make 2016 progressive and prosperous for your business.

  1. Get engaged with social media marketing

Social media Screen Shot 2015-12-29 at 10.42.23 AMcontinues to grow like a weed, and it has become a great venue for not only marketing but also selling using newly introduced “buy buttons” where people can buy directly from the social media site. Everything is testable on social media, including which types of “content” resonate with your target audience, reflected by what they choose to engage with and share.

  1. Start your own blog (and post frequently)

More and more companies are using marketing to “invite a conversation” with their customers rather than “talk at them” the way traditional advertising does. A blog can tell your story, or invite your customers to share their stories about your brand. Authentic and engaging content produces results: people will think your blog is worthy of sharing and commenting on, and it will build your brand in the process.

  1. Upgrade your website content

Screen Shot 2015-12-29 at 10.45.49 AMYour website is your “digital storefront” and it should be treated with great care. Take an objective look at your site (or have someone else do it) to make sure the content makes sense. Look at your web analytics for simple metrics like the “bounce rate” off your site (people who only look at the home page then leave, often never to return). Be sure to change a homepage that is boring or off-putting. Make sure you have a clear call-to-action and use relevant key words to consistently drive web search traffic.

CCampaign4

Branded image created by B+G in 2015

  1. Create a consistent / high quality visual brand image

Consider creating visual keywords. Does your website and its product images convey a consistent, high-quality look and feel? Are all the images easily identifiable as your brand? This applies to static images and video /streamed content as well. Consider developing visual keywords for your website. Check out our blog post on the best ways to do this.

  1. Take reasonable risks

In his book “The Start-up of You” LinkedIn founder Reid Hoffman suggests that people should act like a start-up and be in “permanent beta”  or constantly challenging the status quo by testing new things. This can include your merchandise, distribution channels, website images, pricing strategy, marketing efforts or even evolving your business model. Try a test-learn-apply approach to business. Disruption can create big value, just look at Uber and Airbnb.

Here’s to a healthy, happy, and- most of all -prosperous 2016 from the team at BLACK + GOLD.

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Holiday Tips for the Upcoming Season

Screen Shot 2015-11-24 at 2.42.02 PMThinking about how to make life better during a typically stressful time of year, the BLACK+GOLD staff discussed our personal and business holiday tips. We decided to share them in the hopes they might help others.

  1. Remember to be kind to yourself: We have two schools of thought here, one physical and one emotional.

Physical: Massage. The highly respected Mayo Clinic reports in its Healthy Lifestyle blog under Stress Management about the many benefits of massages. The article states “Studies of the benefits of massage demonstrate that it is an effective treatment for reducing stress, pain and muscle tension.”

The potential benefits of a massage include treatment of anxiety, headaches, insomnia related to stress, soft-tissue strains and sports injuries.

Massages are now available in places like malls and airports. Xpress Spa and Be Relax are two of the leading airport spa / massage providers. Check out their websites for airport locations nationwide.

Screen Shot 2015-11-24 at 2.59.31 PMEmotional: Meditation Apps. The NY Time recently wrote a review of meditation apps designed for smart phones. The article starts by saying “By now you’ve probably read about how meditation may help you manage anxiety, stress and blood pressure, and help you sleep better, be more creative and improve your relationships.” We couldn’t agree more.

It’s best to start with an app that will teach you the basics of meditation through a guided program. The sessions will introduce you to the concepts of mindful awareness and techniques such as focusing on your breath and body.

2. Outsourcing for Any Occasion: We’re big on outsourcing, and we don’t necessarily mean having your manufacturing done in some third world country.

From a business standpoint we like Intelecall Inc. for lead generation, outbound sales calls, inbound sales support, customer service and tech support. (Check them out. Mention BLACK+GOLD to receive a 10% discount)

For personal convenience we like instant delivery apps. Even living and working in NYC you can’t beat delivery to your door for nearly anything the heart desires. The NY Times rated four leading services recently. Be aware that there is a price mark-up for these services, that’s sometimes not transparently communicated.

Screen Shot 2015-11-24 at 3.06.47 PMAnd if you live in NYC check out Task Rabbit. They can help with home cleaning, delivery services, assembling IKEA furniture, general handyman services and even wait in line for restaurants, special events or the Department of Motor Vehicles.

3. Remember to Work On Your Business (not just in it). Business can just get crazy during the holidays, especially for eCommerce businesses.

Screen Shot 2015-11-24 at 3.08.52 PMWhile you’re busy filling orders and providing extra customer service, be sure to take time to look at the data your eCommerce is generating. Then use that information to optimize your website and social media marketing.

Start with Google analytics. Check out “The absolute beginners guide to Google Analytics” from the Moz blog. This article will give the clear reasons why you need Google Analytics, and then a step-by-step guide to installing and using it.

With these handy tips you‘ll get through the holiday in calm and good order, and build your business in the process. What a great way to go into 2016.

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How to Get Your Share of $1.5 Trillion

Last week the Content Marketing Institute reported  “Visual Content Strategy: The new ‘black’ for content marketers.” In essence it is crucial for businesses involved in eCommerce to understand how to use pictures effectively. Why? Because it just might reveal how to get your share of $1.5 trillion (in eCommerce business).

Photographs are best for driving social media engagement

Consider these data points that illustrate the growing importance of images as the driving force in social media content:

Images in social media Visually driven social media are growing their user bases by leaps and bounds, led by Instagram. The Pew Research Institute reported that Instagram grew its user base last year by nine percent. This translates to 26% of the US adult population is now on Instagram.

Consider how Facebook has evolved as well. According to Business Insider, Facebook users upload 350 million photos every day, making it the largest photo sharing site on the web, leaving Flickr, Picasa and Photobucket in the dust.

And upstart video-sharing platforms Periscope and Meerkat are growing at an exponential rate as well.

Stats on visual contentA recent survey from Software Advice and Adobe reports that images and photos are the most important social media tactic.

The obvious conclusion is that photography matters when it comes to engaging people in eCommerce. But how can an online business effectively monetize this trend and grow their business in the process?

There is both an “art” and “science” answer to this question. Let’s first examine the science side of the equation:

Social Media “Buy Buttons

As TIME magazine reported last month “Social media is no longer just ‘social’ it is fast becoming commercial too.”

Instagram Logo Instagram is giving advertisers much more powerful tools according to a report in TechCrunch. These tools include “Shop Now,” “Install Now,” and “Sign up” buttons, interest and demographic targeting, and software for efficiently managing huge campaigns. At this point they’ve stopped short of allowing “buy buttons” but appear to moving fast in that direction.

facebook logoFacebook announced last month that they are testing a new way to make it easier for users to shop on the social network’s app. Facebook cites the problems user have with their mobile shopping experience: difficult navigation, slow load times and too many steps on the way to check-out.

Facebook is testing immersive mobile ads called Canvas. “After clicking on an ad, people will see a fast-loading, full-screen experience where they can browse through a variety of products before going to the retailer’s website to purchase.”

Pinterest Logo Pinterest launched “buyable pins” earlier this year, and the Marketing Land blog reports that they are working in terms of driving new customer acquisitions. When users see a pin with a blue price, they will know it is buyable. They’ve created a simple secure checkout using Apple Pay and other experienced payment processors.

An attractive feature of buyable pins is Pinterest does not charge a sales commission. The bad news is there is a waitlist for merchants to sign up for this service.

Twitter logo Twitter has also rolled out “buy now” buttons embedded in its tweets. Twitter is partnering with major eCommerce platforms to offer this service, including Bigcommerce, Demandware and Shopify.

Now is the time to jump on this trend

All the major social media sites are making it easier to directly engage users, and then sell to them in new and innovative ways. This translates into growth for your eCommerce business.

Smart digital marketers and eCommerce sites should take note of this opportunity, and at the very least test one or more of these tactics to see how well it works with their products / services and eCommerce platform.

Like all new things there will be a learning curve, some growing pains and points of frustration, but it should be worth it in the long-run. If this seems daunting, simply think about getting a slightly larger part of what eMarketer expects to be the $1.5 trillion consumers will spend via eCommerce this year, while delivering a better user experience in the process.

To learn more about social media buy buttons, be sure to check out these links:

Twitter: http://bit.ly/1QL13fI

Pinterest: http://bit.ly/1PkVvf2

Facebook: http://on.fb.me/1kOz56o

Instagram: http://bit.ly/1AJkv9U

 

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Jewelry eCommerce that Glitters

“The jewelry industry seems poised for a glittering future” according to a recently published report from global consulting giant McKinsey & Company entitled “The Jewelry Industry in 2020.”

McKinsey estimates annual global sales of $168 billion are expected to grow at a healthy clip of 5 to 6 percent each year, totaling $285 billion by 2020. The report noted that “Consumer appetite for jewelry, which was dampened by the global recession, now appears more voracious.”

The industry is also reported to be dynamic and fast moving. “Jewelry players can’t simply do business as usual and expect to thrive; they must be alert and responsive to important trends and developments or else risk being left behind by more agile competitors,” the McKinsey report went on to say.

The dynamic nature of the business is clearly evident in two key trends: The growth of branded jewelry and the massive increases in online jewelry sales. Online jewelry sales are enjoying double-digit sales growth, far outpacing the category as a whole.

What makes for an attractive, engaging and ultimately successful eCommerce presence for a jewelry company?

Create a Distinct Visual Brand

These days it is more important than ever for an online jewelry retailer to establish a clear and distinct visual brand. What does this mean?

Jewelry Photographed on Plain White Background. Fashion and fine jewelry designers need to start with a great product line, and then work to establish a visual identity that will empower them to stand apart from the competition.

Much of the visual brand presence is represented by photography, and there is a need to create images that consistently underscore your brand. If people see the product line on a website or social media (often on a smart phone) will they be able to quickly recognize and experience the unique attributes of your brand?

The online jewelry market is saturated, and the method for success is to distinguish yourself visually, in a fast and in an engaging way.

Use Consistent High Quality Product Images

In many people’s minds, when it comes to eCommerce it is all about product shots on white.

White and Yellow Gold Bracelet They think creating these shots is very simple, though it is actually very complex, and many aspects need to be managed with a great attention to detail.

Styling of pieces is important: the arrangement of the product in the frame must be smooth and neat, in order to makes the product look most appealing. When shooting a series of like products, make sure they are styled consistently.

Lighting is especially import for jewelry. It is an intricate process to light the various component parts of jewelry well. Some need “hard” light, while others look much better using “soft” light.

Retouching is also important. It is its own craft, and nearly all images need help: for example delivering consistent color, a clean white background, with strong contrast. In short, a litany of issues need to be managed.

Effective eCommerce usually means employing a large volume of images to keep things fresh and engaging for viewers. A good balance of quality, with a casual appeal, will work best for these eCommerce images.

Smart jewelry companies seek out photographers who have a process and infrastructure in place to deliver consistent, high quality shots. Every time a detail is overlooked, the images and ultimately eCommerce sales will suffer as a result.

Move Fast to Test Emerging Technologies

People are using mobile devices and smart phones more than ever in their daily lives. In an era of short attention spans, and a need for immediate gratification, the appearance of “buy” buttons is revolutionizing the way people can shop online using social media.

Twitter Buy Button

Twitter “buy” button makes shopping fast and easy.

Many social media networks, including Pinterest, Facebook, and Twitter, are now offering a simple two-step “buy” button. This is a revolutionary online shopping development. This emerging technology is ripe for use in jewelry eCommerce.

Any online store that is a customer of Demandware, Bigcommerce or Shopify can now use software to create a link to a product that will show up with a “buy” button.

Using this feature, the social media user can purchase the product in as few as two taps – one on the buy button and a second confirmation tap.

Online merchants also need to work hard to stay visible and relevant by actively managing their “digital storefront” (website, blog, social media) with fresh, engaging and relevant content. They should also be mindful of tracking the data eCommerce produces to help identify what works, and what does not work.

It’s clear that the eCommerce future for jewelry manufacturers and retailers is a bright one, with a mindful approach to the art + science of eCommerce.

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The Art + Science of Keywords

Screen Shot 2015-10-07 at 3.50.34 PMKeywords – everyone seems to be talking about them. But what’s the best way to use the art + science of keywords to help build your business?

Keywords are usually thought of as an “index term” to help people and search engines find relevant web content. They can also be the primary gateway to eCommerce or other business engagements.

Let’s take a look at them in a broader way. In this post we’ll look at:

  1. Using keywords from an artistic / visual branding perspective
  2. How keywords work, and why you need them
  3. The different types of keywords

Consider the artistic and creative perspective on keywords. Your brand should have a unique character, and an equally unique aesthetic look and feel.

Here’s a fun marketing exercise:

Pick three keywords to describe the aesthetic character of your brand.

Is your brand fun? Colorful? Intimate? Quirky? Serious? What’s the personality of your brand?

Think in terms of the three words that can immediately describe the way your brand looks and feels. This is a useful exercise – as the key words can lay down a consistent foundation for your images and related marketing content. This process is something an algorithm can’t do for you.

Screen Shot 2015-10-07 at 3.53.33 PMConsider Tiffany, the legendary jewelry brand. If you were to distill the visual character of their brand into three words, they might be elegant, powerful and loving. The company embodies these terms, and they are used as a visual blueprint for every image the company’s creates.

Without using keywords as a road map – you may fall victim to the old adage: “If you don’t know where you are going, any road will get you there” and this certainly applies to the visual presentation of your brand and its products.

In terms of the science of key words, a business should create content around relevant topics for their products or services, and these are expressed as keywords, which helps them “rank” well in search engine result listings.

A simple informative video  of how search works from Google can help you understand the mechanics.

Why do you need keywords?

  1. Keywords should be used as the foundation of your website, blog and social media presence. They can also inform offers and e-mails.
  2. Keywords can help visitors and potential customers understand the purpose of your web page / blog and business.
  3. When a search engine crawls your web pages to index them – it will parse the keywords on the page to determine the purpose of your pages.

There are two different types of keywords:

Broad Keywords vs. Long-tail Keywords

Source: Hubspot

Broad Keywords: Are short words or phases that can apply to your own company, as well as every other firm in your industry.

Long-tail Keywords: Tend to be longer words or phrases that are more specific to your company.

When you’re first getting started, you definitely will want to start by targeting long-tail keywords, because these are easier to rank for and they also bring in the most relevant and qualified traffic.

Using a combination of both “art” and “science” driven keywords will help spell success for your eCommerce / online marketing efforts. Be sure to test different keywords to see which yield the best outcomes or results in terms of building site traffic, visitor engagement and eCommerce.

That’s the art + science of keywords in a nutshell.

How do you plan to use keywords to build your business this week?

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